Facebook Messenger rules every broadcaster
Meta changed its messaging rules several times in 2026, and some features sellers relied on are now retired. This page sums up the rules that apply today. Each one shows its status, the date we checked it, and links to Meta's documentation.
- Standard messaging windowActiveThe 24-hour ruleThe 24-hour rule (Standard messaging window) is the period in which a Facebook Page can message a customer on Messenger normally, counted from the customer's latest action, such as messaging the Page or tapping a button in the chat. The rule is still in effect in 2026, and messages sent in this window may contain promotional content. After 24 hours, Meta's Messenger Platform policy requires Message Tags, Utility message templates, or paid Marketing Messages instead.Read more →
- HUMAN_AGENT tagActiveHuman Agent (reply within 7 days)Human Agent is the HUMAN_AGENT Message Tag. It lets a real human agent reply to a customer on Messenger within 7 days of the customer's message instead of only 24 hours. It is still available under Meta's Messenger Platform policy, but only for customer support issues that can't be resolved within 24 hours. Automated messages and promotions are not allowed, so it cannot be used for broadcasts.Read more →
- Message tagsChangedMessage TagsMessage Tags are values attached to a message sent through Meta's API that let a Page send non-promotional messages to customers outside the 24-hour window in specific cases. Since April 27, 2026, Meta's API rejects CONFIRMED_EVENT_UPDATE, POST_PURCHASE_UPDATE and ACCOUNT_UPDATE with error code 100. Sellers who used Message Tags for order updates need to move to Utility message templates. HUMAN_AGENT still works.Read more →
- Utility messagesActiveUtility message templatesUtility message templates (Utility messages) are template messages Meta lets Pages use for non-marketing updates, such as order status, account status or appointment reminders, even when the customer is outside the 24-hour window. They have been available since July 29, 2025, and Thailand was one of the first four countries to get them. Meta recommends them in place of the status-update Message Tags that were retired on April 27, 2026.Read more →
- Marketing messages on MessengerActiveMarketing Messages (paid marketing messages)Marketing Messages are Meta's paid channel that lets a Page send promotional messages on Messenger to people who opted in (subscribers), even outside the 24-hour window. They are available today. Meta charges per delivered message on your ad invoice, allows at most 1 message per person per day per Page, and messages must be sent through the web app of a tech provider that Meta has granted access.Read more →
- Recurring notificationsRetiredRecurring Notifications (the old “safe broadcast”)Recurring Notifications let customers opt in to daily, weekly or monthly messages so a Page could send promotional messages even after 24 hours. Many tools in Thailand called it “safe broadcast”. Meta ended it on February 10, 2026 in every country except Australia, the European Union, Japan, South Korea and the United Kingdom, so it no longer works in Thailand, and sellers need to move to paid Marketing Messages instead.Read more →
- Messaging restrictionsActivePage restricted from messagingA messaging restriction is when Meta stops a Page from sending Messenger messages for a period of time after a policy violation, such as using Message Tags outside their approved use cases or taking high-volume actions that might bother others. Meta still enforces it in 2026. Sending through the API while restricted returns error code 10, subcode 1893063, and you can appeal through Page Status or Business Support Home.Read more →
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